You have built a great fast-loading web site. Your gifs and jpgs are optimized to their tiniest proportions. Your initial headline is perfect and all navigation bars and buttons are clear and accessible. So what else can go wrong?
Your visitors start to read.
Within two lines they are bored to tears and click away. Your body copy stinks.
Your web site is an advertisement. Whatever its purpose, a web site is selling something:
o Selling you o Selling product o Selling an idea or concept o Selling a dream
Take a look in paper, or a magazine. Which ads do you read? The ones that engage you. The ones that intrigue you, or excite you, or interest you.
The headline is like book's cover - it draws them in. The body copy is what makes them stay and buy in to whatever it is you are selling.
Body copy must be
- Personal - Friendly - Accessible - To point - Easy to read - Benefit driven - Empathetic - Convincing - Persuasive
Take a look at a few of sites run by big Internet marketing names - Marlon Sanders, Cory Rudl, Ken Evoy for example - and you will see how body copy should be written.
Do you need to be a world-class copywriter? Well yes. But that isn't so hard. Here's how.